Turn Your Website Into A Selling Machine: Part 1
Last updated: August 2019
Conversion Rate Optimisation is the process of turning more of your website’s traffic into paying customers. No matter your size or the industry you’re in, anyone can take advantage of some well-known Conversion Rate Optimisation tactics that instantly boost your bottom line and turn your website into a selling machine.
Here’s the first 10 tactics in our two-part Conversion Rate Optimisation series.
1. Add Clear Call to Actions
No matter how smart your website’s visitors might be, they aren’t mind readers. You need to tell them exactly what you want them to do if they’re going to take your desired action.
For example, if you want people to sign up to your mailing list, be loud and proud about it with a headline that gets their attention and a sign up form that’s right in their face.
2. Add Testimonials
When making buying decisions, we love testimonials. They give us confidence that if the product has helped others, it can help us too, and instantly adds credibility to the company.
When choosing testimonials for your website, select ones that aren’t overly ‘salesy’ and keep in mind that not all testimonials have to paint a 5 start picture of your company.
3. Describe Benefits Not Features
You may have heard the saying, “People Don’t Want a Drill, They Want a Hole”. This is one of the oldest copywriting rules around and reminds us that people buy products and services for the outcome they deliver, not their feature list.
4. Add an SSL Certificate
Having an SSL Certificate installed on your website adds a big tick to the “Do I trust this website?” box.
When people trust your website and know their connection is secure, they’re more likely to part with their private information and hand over their credit card details in order to make a purchase with you.
5. Add a Guarantee
There’s a number of different guarantees you can offer your potential customers. This might be a money back guarantee or some other type of assurance that if you don’t meet their expectations, you will rectify the situation.
Having guarantees in place gives your customers peace of mind and could be the tipping point for those people on the fence to make a purchase with you.
6. Define your Unique Selling Proposition
Almost all businesses have some form of competition and it’s likely your business is no different. So why should someone make a purchase from you and not your competitor? That comes down to your Unique Selling Proposition.
You need to clearly convey the reason why someone should make a purchase from you and continue to hit them over the head with it until it’s clear that your company is the one with the golden goose and that your competitors are mere pretenders.
7. Write More Concisely
Remove all the fluff from your writing. (See what I did there?)
8. Add Live Chat to your Website
It’s impossible to include every detail about your product or handle every objection that might come up within your sales copy, nor should you attempt to.
Instead, adding Live Chat to your website can be an effective way to help customers along the sales cycle and enable you to deal with any issues right away that might be holding people back from making a purchase with you.
9. Remove Unnecessary Navigation and Links
You wouldn’t see a sales person point you to the exit mid way through their sales pitch, so why do the same thing on your website?
Once a customer is moving through your sales cycle, you need to remove as many distractions as possible. This means removing unnecessary links to different parts of your website and making sure they stay on the path of your desired outcome.
10. Use Images and Videos
Instead of telling your customers how great your service is, why not show them? Having images and videos on your website can lead to more engagement from your audience and helps you tell a clearer story of why your company is the right fit for them.